A Study on Socially Conscious Brands in Indian FMCG sector

Abstract

Corporate Social Responsibility (CSR) currently has occupied an important position on the Corporate Branding and Marketing agenda. Today, many corporations are facing the challenges of intense competition in the global market to gain sustainable competitive advantage. Corporate Branding is becoming the way in which the corporations are differentiating themselves within the competition framework. It is observed that national and multinational companies are increasingly moving towards corporate branding rather than branding of their products and services. Customers are giving more importance to corporate brands' social quality as compared to technical and functional values of a product.

Today, more consumers than ever are demanding that companies become transparent and take hands-on approach to making the world a better place. They’re looking for what experts call “conscious brands,” companies that embody a higher purpose by having an intentional purpose or embracing social responsibility.